Black Friday Marketing
Why Black Friday Marketing Matters for Small Businesses
Black Friday marks one of the busiest shopping times of the year, when people are in a buying mindset and actively searching for deals. As a small business owner, creating a strategic Black Friday marketing plan can increase sales, attract new customers, and boost your brand visibility.
Statistics show that Black Friday remains a top shopping event for customers across all demographics. Here are a few numbers to highlight the impact of Black Friday:
- Increased Online Sales: In 2023, Black Friday online sales hit $9.8 billion, reflecting a 6.9% increase from the previous year.
- Buying Intention: 86% of shoppers are looking for holiday gifts, while 64% of shoppers also plan to purchase something for themselves.
By positioning your business with an aggressive and super enticing offer, you can increase the chances of being considered by customers ready to buy for themselves or for someone else.
Practical Black Friday Marketing Tips for Small Businesses
Here are actionable Black Friday marketing tips to help small business owners make the most of this high-traffic shopping day:
Look Back at the Year’s Trends
Review past promotions and customer preferences to understand what worked well. Tailor your Black Friday offers to meet customer expectations while also offering something fresh and special.
Emphasize the Value of Your Offering
Customers are willing to spend on Black Friday, but there are a lot of spaces competing for their wallets. You need to clearly communicate the value of your offer and position your promotions as opportunities for customers to receive something valuable at a limited-time price.
Getting Creative with Black Friday Promotions
Not all discounts and offers are created equal. To stand out, consider offering unique promotions that go beyond the usual percentage discounts. Here are some Black Friday promotion ideas to consider:
- Bundle Offers: Package two or more products/services together into a “Black Friday Bundle” or “Holiday Bundle” and offer it at a discounted rate. For instance, if you’re a fitness studio, consider bundling personal training sessions with class packages.
- Bonus Incentives: Add value by including an exclusive bonus for customers who purchase during your Black Friday sale. This could be a credit toward future purchases or a small accessory. For example, “Buy a $200 gift card for a friend, and receive a $50 credit for yourself.”
- Limited-Time Freebies: Offer a small gift with purchase to encourage customers to act now. Choose something that aligns with your brand to leave a lasting impression.
Planning Your Black Friday Marketing Communication: A Week-by-Week Breakdown
To maximize engagement and sales on Black Friday, it’s critical to create a structured communication plan that builds anticipation and keeps your audience engaged. Here’s a week-by-week outline for a communication plan that you can use as a template.
Week 1 (Early November): Build the Hype
Announce that Black Friday is coming, and let customers know something big is on the horizon. Tease your audience with phrases like, “Something big is coming this Black Friday!” or “Get ready for our best deals of the year!”
Week 2: Reveal the Deals
Begin to share specific details of what will be on sale. You could announce selected items or services that will be discounted or hint at exciting promotions. Be sure to emphasize the value of each offer so customers understand why they shouldn’t miss out.
Week 3: Peak Excitement
Create urgency by reminding customers that Black Friday is only a week away and it’s the biggest sale of the year. Increase engagement by sharing countdowns, testimonials, or showcasing the products and services that will be on sale.
Day Before Black Friday: Final Reminder
Send a reminder that Black Friday is just hours away. Consider an email blast, social media posts, and maybe even a live countdown to keep your offer top-of-mind.
Black Friday Day: Launch and Engage
Send a message that your sale is live! Use every channel at your disposal—emails, social media posts, stories, and reels—to reach as many customers as possible.
Should You Extend Promotions to Small Business Saturday and Cyber Monday?
Many small businesses find it beneficial to extend Black Friday offers to cover the entire weekend, including Small Business Saturday and Cyber Monday. You can either keep the same promotions or introduce new, exclusive deals for each day to keep customers coming back. Because there are so many offers in the marketplace, its often wisest to just stay with the same promotion for the sake of clarity. Extending your promotions increases your chances of capturing those who may have missed the initial sale but are still in the holiday spending mindset.
Choosing the Right Channels for Black Friday Marketing
A successful Black Friday marketing strategy leverages multiple communication channels. Here’s a quick guide to maximize your reach:
- Email Marketing: Plan a series of emails to maintain a strong presence in your customers’ inboxes.
- Social Media: Use stories, reels, live videos, and regular posts to stay on your audience’s radar. Social media algorithms tend to favor businesses that post frequently, so don’t be afraid to promote heavily during this time.
- In-Store Signage: If you have a brick-and-mortar location, let your customers know about your Black Friday sale by using eye-catching signage.
Considering Your Industry and Business Model
Not all industries are suited to Black Friday promotions. For example, businesses like mortgage brokers or insurance providers may not find it practical to offer a Black Friday discount. Instead, you could use this time to share educational content, offer free resources, or launch a lead-generation campaign to expand your audience.
Need a Little Extra Marketing Guidance?
Creating a successful Black Friday marketing strategy as a small business owner doesn’t require a massive budget. By focusing on the foundational elements of marketing, like clear messaging and customer understanding, you can create promotions that resonate with your audience and drive lasting growth.
If you’re ready to dive deeper into these timeless marketing foundations, we offer a range of free resources to help you get started on building a solid marketing strategy that works for your business. Get access to our marketing freebies here.
Additionally, to kick off your 2025 marketing efforts with a strong foundation, join us for a free marketing workshop in January. Spots are limited, so be sure to register now to reserve your place. The more you know about essential marketing principles, the easier it will be to make every decision in your business.